Maximizing conversion rates (CVR) and publisher ad yield with Device Link

Publishers with premium owned and operated ad inventory face significant challenges in receiving proper credit for the conversions they drive across multiple connected devices. As consumers increasingly use a variety of devices throughout their conversion journey, accurately tracking and attributing conversions becomes complex. This fragmentation makes it difficult for publishers to demonstrate their true impact on sales and other outcomes for their advertisers. Traditional tracking methods often fail to capture the full picture of a consumer’s path to purchase.

Better Conversion Rates and Ad Yield With Device Link

Comprehensive backtesting has demonstrated a consistent enhancement of 8 to 10% in reported outcomes when integrating Device Link into a publisher’s outcomes measurement strategy.

A detailed analysis conducted for a leading publisher, specifically a CTV original equipment manufacturer (OEM) with owned and operated inventory, examined campaigns from two separate advertisers. The additional conversions identified through Device Link revealed incremental attribution increases of 9.5% for the first advertiser and 10.6% for the second.

Activating Device Link for Advertiser Campaigns

Are you a publisher or platform with premium owned and operated inventory? Is your outcomes measurement strategy coming up short in capturing the full value you deliver to your advertisers? To learn more about Device Link and how it can improve reported conversion rates on your premium inventory, contact our team today.

Already a client of Kochava for Publishers? Device Link is available now. To request more information about enabling Device Link on your account, contact support@kochava.com.

How Snap’s Upgraded Integration Works

With this update, Snap leverages the attribution technology of independent mobile measurement partners (MMPs) to power modeled attribution on their campaigns. The Enriched SAN label is applied to any SAN partner that leverages Kochava technology to power modeled attribution.

As a self-attributing network, Snap receives app install and in-app event payloads from advertisers who configure a Snapchat integration through their Kochava account. Snap’s attribution API makes a first-party SAN claim against conversions where there’s a definite match to Snapchat ad activity.

Separately, Snap now syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available, Kochava performs modeled attribution on encrypted data—logging an attribution match if available. In the attribution waterfall, first-party claims from Snap’s direct attribution API always supersede modeled attribution claims.

The combination of first-party attribution claims directly from Snap and modeled attribution claims powered by Kochava provide the most holistic multi-touch attribution reporting for Snapchat campaigns.

Additional SAN partners will activate Enriched SAN integrations for modeled attribution in the future.

What Kochava Clients Need to Know

Once modeled attribution is deployed in January, the Enriched SAN integration for Snapchat is on by default for all Android apps with live Snapchat campaigns. For advertisers running iOS campaigns on Snapchat, please contact your Client Success Manager or support@kochava.com to ask for guidance on necessary updates within reconciliation settings for Snap’s Partner Configuration and Privacy Profiles for your iOS app(s).

If you’re setting up a Snapchat campaign for the first time, please refer to this support documentation.

To be alerted to important product updates and partner changes, please subscribe to our customer newsletter.

New .NET MAUI SDK, enhanced ESP support, RevenueCat integration, and more

Fall is in the air, and Q3 2024 is a wrap. Before the weather cooled, Kochava hosted its annual Short Bridge Swim on August 23. A brave cohort of HQ team members dove into Sandpoint’s Sand Creek to test their swimming skills and spirit. Jacob Manfred, Matt Gillis, and Matt Mogollon from the Client Success and Product Ops teams stole the show, winning 1st, 2nd, and 3rd place respectively. For more details and fun photos from the event, check out this LinkedIn post.

From July through September, Kochava team members traveled far and wide to meet with clients, partners, and industry leaders at global adtech events including Gamescom, DMEXCO, and Programmatic I/O. To connect with us at in-person events during Q4 2024, visit our events page.

Now, let’s dive into the key updates we’ll unpack in this post:

• Launch of .NET MAUI SDK
• Web SDK updates
• Enhanced ESP support via SmartLinks
• Open beta for engaged ad attribution with Meta & TikTok
• TikTok SAN migration and modeled attribution
• RevenueCat integration
• New and updated partner integrations

Web SDK Updates

Kochava has received client requests for a modified version of the Kochava Web SDK compatible with ES5 (the fifth edition of the ECMAScript standard, the specification for JavaScript). The ES5 version of Javascript was released in 2009, and the Kochava Web SDK was supporting ES6 (released in 2015) and higher.

Kochava strives to support newer tech to leverage modern functionality and features while also supporting older tech to help our clients measure as many devices as possible.

An updated version of the Kochava Web SDK is now available, featuring support back to ES5—covering any chromium-based browser released in the past 15 years.

Enhanced ESP Support via SmartLinks

Many Kochava clients utilize an email service provider (ESP) for email marketing automation. Our engineering team recently launched new ESP SmartLinks functionality via an SDK update. The update optimizes click tracking and routing to destinations from SmartLinks that are wrapped with a click tracking domain (CTD) by an ESP (e.g., SendGrid, Salesforce). This streamlines the setup process for ESP campaigns that leverage SmartLinks for any call to action in which SmartLinks are used for click tracking and attribution.

Use of this feature requires SDK integration and configuration of iOS Universal Links and Android App Links for the target application.

Please consult this related support documentation and contact your Client Success Manager or email support@kochava.com with questions.

TikTok SAN Migration and Modeled Attribution

TikTok’s migration to a self-attributing network (SAN) integration was completed on August 20, and rollout of modeled attribution support for TikTok campaigns followed on August 27. Under the new modeled attribution setup, TikTok syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available through TikTok’s attribution API, Kochava performs modeled attribution and records an attribution match if available. In the attribution waterfall, first-party claims from TikTok’s direct attribution API supersede modeled attribution claims. Unlike other MMPs where advertisers must configure two different partner integrations (one for SAN claims and another for MMP-modeled attribution), Kochava has unified this functionality under a single integration.

For more information, please read this prior post.

New RevenueCat Integration

Working closely with the Kochava Integrations Team, RevenueCat completed a new integration setup in September. This enables companies using RevenueCat for their in-app subscription and in-app purchase management to send additional revenue event data directly to their Kochava-measured apps via server-to-server. Marketers can enjoy additional visibility into revenue from subscription renewals and other revenue-generating activities that may be triggered via automation or cycle renewals as opposed to user-triggered events measured through the Kochava SDK.

If you’re a Kochava customer and use RevenueCat, contact your Client Success Manager or email support@kochava.com for more information on taking advantage of this new integration. RevenueCat documentation for the Kochava integration is available here.

New Partners and Updated Integrations

Here is a list of new partners that completed a first-time integration with Kochava during Q3 2024, followed by existing partners that made updates to their integrations.

New Integrated Partners

• Acast
• Adachieve
• Adgoldmedia
• Adsixpence
• Adsleading
• Adstych
• Adzinsight
• Affburg
• Affilight
• AffleDot
• alphaacliix
• Ambady
• Amo apks
• AppAmplify
• appapx
• Appinflux
• AppSsociate
• Aston Media
• Caracol Media
• ChanganAds
• Codepen
• COOINS
• Digital Cappuccino
• DoraAds
• dtpmonetize
• Dynamic Earner
• epom-unative

• EvaDav_CPA
• Evenmini
• FaceBigMobi
• flowbox
• GCLAds
• GoldenTec
• GoTripMobi
• Gourdmobi
• Hathorion
• iClock Media
• Innet Digital
• KKVID
• KUROMIKO
• Lacuna
• MediaDoog
• Mediatrade
• Mini Digital
• MJMOBI
• Mobfleek
• MobiSheep
• mobpinedigital
• mobway
• Money is Everything
• Mspop
• Myfunads
• NRB Adworks
• Paisakaro

• Paisakaro Ads
• Pawmobi
• Pop_ms
• pop228
• Prosprio
• Pubscale
• Pumpkin
• Rabbit Traffic
• Rivpop
• SAMURAI
• ShareAds
• Shoolin Digital
• Shrivan Digital Private Limited
• Sunnylead
• Techolex
• TotoroAdx
• TouchApp – Meaningful Sharing
• Trigmasoft
• UAmax
• UPIDADS
• Vagmine Web Solutions Pvt Ltd
• White Tiger Ads Inc.
• Xingtui
• Youngmobi

Existing Partner Updates

• Ad2pedia
• AdColony
• Afleet Media
• Amazon Ads
• Amplitude
• Apcanopus
• Appinflux
• Appup
• BIGO Ads
• BIKIKO
• CPIDroid by SmartXaaS LLP
• Criteo New
• Dolemobi
• Epom

• Google Ads
• Hathorion
• hopemobi
• InMarket Media LLC
• InMobi Glance
• Iwave Digital Pvt. Ltd.
• KKVID
• Liftoff
• Litchiads
• Media Tasks
• Mintegral
• Mobketing Agency
• mobway
• MOLOCO
• Mspop

• Newsbreak
• NRB Adworks
• Outbrain
• Paisakaro
• Paisakaro Ads
• Perform[cb]
• Pinterest
• Quantcast
• Remerge
• Tarsan MVAS Private Limited
• Twitter/X
• Vidmatic
• Webitad

If you’re an ad network, publisher, DSP, or other partner looking to integrate with Kochava, please contact integrations@kochava.com.

To browse our complete footprint of integrated networks and publishers, click here.

Questions?

If you have any questions regarding these updates, please contact your Client Success Manager or email support@kochava.com. Always stay in the know—subscribe to our newsletter.

Are you on LinkedIn? Subscribe to +Kochava, our monthly LinkedIn newsletter.

Attribution waterfall evolution for video ad engagement

Starting September 19, Kochava is offering an open beta where select advertisers can enable new attribution match types for Meta and TikTok for Business. The introduction of engaged view and engaged click as ad engagement types in the attribution waterfall enables marketers to get the most accurate attribution data amid a growing spectrum of video ad formats and interactive ad experiences. As not all impressions and clicks are created equal, giving credit where credit is due is the ultimate goal.

Evolution of the Attribution Waterfall

In campaign measurement, the attribution waterfall is tasked with deciphering an array of user touchpoints and ad engagement types to award credit for a conversion to the most appropriate match. Attribution decisioning takes into account the timestamp of the ad interaction, the intent displayed through a simple ad view vs. click, available identifiers and privacy settings that impact match integrity (how deterministic the match is between ad and conversion), and more. Years ago, Kochava introduced completed view prioritization into its configurable attribution waterfall. This helped advertisers running video ads appropriately prioritize completed-view video impressions over impressions for static display ads and/or partially completed video views. A static display ad impression or partial video view impression should not win view-through attribution over a completed view of a video ad.

The creation of these new engagement types as standards across ad networks and super publishers is a welcome evolution.

Defining Engaged View and Engaged Click

Relevant Engaged-View and Engaged-Click Settings in Kochava

Attribution Waterfall Hierarchy
Within Kochava, the attribution waterfall will follow a new hierarchy:

1. Click
2. Engaged Click
3. Engaged View
4. Impression

Support across additional self-attributing/self-reporting networks and traditional ad networks will expand in the future.

Kochava Reporting, Analytics, and Query
In Kochava reporting, analytics, and query, you will find these new values for match_type:

• engaged_click
• engaged_view

This will enable filtering, grouping, and sorting of attribution reporting based on each match type.

Configurable Attribution
Within the partner configuration dashboard for Meta and TikTok, lookback window settings are available to adjust the time period for attributing conversions to these new match types. Please refer to the corresponding documentation for Meta and TikTok.

Enrolling in the Beta

If you’re advertising on Meta and/or TikTok for Business and want to enroll in the open beta, please contact your client success manager or email Support@Kochava.com.

To stay informed about product and partnership updates, please subscribe to our newsletter.

Kochava to introduce support for modeled attribution August 27

Supporting Modeled Attribution via Enriched SAN Integration

To ensure that advertisers see consistent performance after the migration is complete, Kochava will introduce support for modeled attribution on TikTok campaigns effective August 27. Unlike modeled conversions/advanced conversions provided by other SAN partners, TikTok leverages the attribution technology of independent mobile measurement partners (MMPs) to power modeled attribution on their campaigns. For this reason, Kochava has introduced a new integration type called Enriched SAN. The Enriched SAN label will be applied to any SAN partner that leverages Kochava attribution technology to power modeled attribution.

Additionally, TikTok syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available, Kochava will perform modeled attribution—logging an attribution match if available. In the attribution waterfall, first-party claims from TikTok’s direct attribution API always supersede modeled attribution claims. Unlike other MMPs where advertisers must navigate two distinct partner configurations (one for SAN claims and another for MMP-modeled attribution), Kochava has unified this functionality under a single integration.

The combination of first-party attribution claims directly from TikTok and modeled attribution claims powered by Kochava provide the most holistic multi-touch attribution reporting for TikTok campaigns.

Other SAN partners will be onboarding as Enriched SAN partners for modeled attribution in the future.

What Kochava Clients Need to Know

Once modeled attribution is deployed on August 27, the Enriched SAN integration for TikTok for Business will be on by default for all Android apps with live TikTok campaigns. The Enriched SAN integration requires the use of your Kochava App GUID. To simplify this process, we are collaborating with the TikTok team to automatically fill in the App GUID for your transitioned apps. Once the Enriched SAN integration is deployed, we highly recommend you verify that the Kochava App GUID is updated in TikTok Events Manager.

For advertisers running iOS campaigns on TikTok, please contact your Client Success Manager or Support@Kochava.com to ask for guidance on configurable settings within TikTok’s partner reconciliation page or Kochava Privacy Profiles.

To be alerted to product updates and partner changes, please subscribe to our customer newsletter.

42matters SDK Award, Apple’s WWDC24, Ad Revenue Insights, and more

Q2 2024 is a wrap and saw Kochava win the 42matters Leader Badge for the Attribution SDK Category. Check out the related interview with the 42matters team here. Thank you, 42matters!

Over April, May, and June, members of the Kochava team met with clients and industry leaders across many global adtech events including MAU, Cannes, APS London & New York, and AGS Singapore. If you’re interested in connecting with our team at in-person events during Q3 2024, be sure to check out our events page and get in touch.

With 2024 now past the halfway mark, let’s dive into some key highlights, including:

• WWDC24 takeaways
• Ad Revenue Insights beta
• SDK updates related to Privacy Manifests and/or iAd Framework
• Early testing with Google Privacy Sandbox for Android
• Migration updates for TikTok for Business—SAN
• New and updated partner integrations

Takeaways From Apple’s WWDC24

Apple hosted their 2024 Worldwide Developers Conference (WWDC) event from June 10 to 14. Artificial intelligence (AI) was definitely the headliner with the introduction of Apple Intelligence. The planned replacement—or perhaps just renaming—of SKAN to AdAttributionKit (AAK) was also cemented, as Apple more formally introduced AAK as the future of privacy-first measurement across not just the App Store, but third-party app stores and marketplaces as well.

To learn more about key happenings and takeaways from WWDC24, read the related blog post and/or check out our on-demand webinar Unpacking Apple’s WWDC 2024: Key Takeaways for Marketers.

Ad Revenue Insights in Beta

A new version of Kochava ad revenue measurement is now live in beta with a select group of gaming clients. Ad Revenue Insights offers a new, unified view of revenue derived from in-app ad monetization, with quick access to key metrics such as total ad revenue, total impressions, and eCPM among others. Marketers can combine ad revenue data with other sources of revenue, including in-app purchases and subscriptions, achieving a 360-degree perspective on revenue and lifetime value.

For the initial beta, AppLovin Max and ironSource integrations are live. Integrations with additional ad monetization partners will go live with general availability.

If you operate a gaming app(s) and are interested in being notified once Ad Revenue Insights reaches general availability, please contact your client success manager or email Support@Kochava.com

SDK Updates for Privacy Manifests

New privacy manifest and SDK signature requirements for apps on iOS 17 went into effect as of May 1, 2024. Please consult this detailed blog post to understand what actions you need to take on your next iOS app update with the App Store.

SDK Updates Related to iAd Framework Removal

In 2021, Apple launched the AdServices framework to provide future attribution for Apple Search Ads. In 2023, Apple deprecated the original iAd framework used to provide attribution for Apple Search Ads. Apple is now communicating that they will completely remove the iAd framework from iOS within the next year and a half, and any apps that feature SDKs containing iAd framework code will no longer launch on iPhone or iPad.

If you have any questions, please contact your client success manager or email support@kochava.com

Google Privacy Sandbox for Android

Google again postponed the deprecation of third-party cookies and continues working with the industry on concerns around Google Privacy Sandbox for the Web. Nonetheless, progress continues forward for Google Privacy Sandbox on Android, which will greatly impact the future of Android app marketing. Kochava is an official testing partner for Privacy Sandbox (see Google’s partner page). If you are interested in collaborating with Kochava as an early tester, please connect with your client success manager.

To learn more about Google Privacy Sandbox and how this key privacy initiative will change mobile advertising, we encourage you to

• Read our recent blog
• Watch our on-demand Google Privacy Sandbox Webinars Part 1 and Part 2

Migration Updates for TikTok for Business—SAN

TikTok for Business is coordinating with the Kochava Integrations Team to complete the final steps of its migration to the new self-attributing network (SAN) integration. The final phase is planned for the first part of Q3 2024. Be on the lookout for communications from Kochava and your TikTok account representative.

New Partners and Updated Integrations

Here is a list of new partners that completed a first-time integration with Kochava during Q2 2024, followed by existing partners that made updates to their integrations.

Privacy manifests, iAd framework removal, Apple Vision Pro, Google Privacy Sandbox, and more

The first quarter of 2024 is a wrap, and the annual Kochava Summit hosted industry leaders in Sandpoint, ID, February 13-15. Check out all the excitement, photos, sponsors, and more on LinkedIn.

With 2024 in full swing, let’s unpack the most notable product and partnership updates of the year so far. Key highlights include:

• Privacy manifest prep for iOS 17
• iAd framework removal and required SDK updates
• SDK support for Apple Vision Pro
• Google Privacy Sandbox for Android
• TikTok SAN migration updates
• Release of Meta Install Referrer
• New Kochava Cost partners
• New and updated partner integrations

SDK Updates in Prep for Apple’s Privacy Manifests

New privacy manifest and SDK signature requirements for apps on iOS 17 go into effect May 1, 2024. Please consult this detailed blog post to understand what actions you may need to take on your next app update after May 1.

SDK Updates in Prep for iAd Framework Removal

In 2023, Apple deprecated the original iAd framework used to provide attribution for Apple Search Ads (ASA) after having launched the AdServices framework in 2021. See our related blog post about Kochava support for the AdServices framework.

Apple is now communicating that they will completely remove the iAd framework from iOS within the next year and a half, and any apps with SDKs containing iAd framework code will no longer launch on iPhone or iPad.

If you have any questions, please contact your client success manager or email support@kochava.com

Measurement Support for Apple Vision Pro

In February, Kochava updated its iOS SDK with visionOS support, enabling brands to measure apps on Apple’s Vision Pro, a virtual reality headset released at Apple’s 2023 Worldwide Developers Conference.

Apple’s Vision Framework offers advanced computer vision technologies, enabling developers to create apps that deliver more immersive and interactive user experiences. The framework’s ability to process and analyze images and videos in real-time will undoubtedly lead to innovative features such as augmented reality (AR), object and scene recognition, more personalized content, and new frontiers for app innovation and customer engagement.

To measure apps on Vision Pro, be sure to use Kochava iOS SDK v8.

Google Privacy Sandbox for Android

Are you yearning to learn more about Google Privacy Sandbox for Android and how this key initiative will change mobile advertising? We encourage you to read our recent blog and watch the on-demand webinar Navigating Google Privacy Sandbox—Part 1. Part 2 is coming soon, so subscribe to our newsletter to be alerted when registration opens.

Kochava is an official testing partner for Privacy Sandbox as listed on Google’s partner page. If you’re interested in becoming an early testing partner in collaboration with Kochava, please connect with your client success manager.

TikTok SAN Auto-Migration Completed

For advertisers running campaigns with TikTok for Business, the automated migration of accounts to TikTok’s new self-attributing network (SAN) integration was completed in March. Please see this related blog post for further details.

If you opted out of the auto-migration, please connect with your TikTok account rep and Kochava client success manager to discuss the process for coordinated manual migration.

Meta Install Referrer Support

In January, Kochava released support for Meta Install Referrer, a new Android-specific measurement solution designed to help attribute ad views and clicks to app downloads. This helps advertisers see a more complete performance picture for their Meta Android Campaigns and will likely result in reduced unattributed installs in reporting, as some installs instead report as view-through or cross-session click-through installs. This supports same-session click-through attribution as well as use cases unsupported by Google Play Install Referrer. Read this related blog post to learn more.

New Kochava Cost Partners

Adjoe and Digital Turbine are the newest partners for Kochava cost aggregation support. Updates and enhancements were also made for InMobi and Unity Ads cost integrations. Kochava Cost enables advertisers to pull in accurate spend data across all omnichannel media partners into the Kochava dashboard for one, aggregated view. This helps advertisers better understand and visualize their return on ad spend to optimize campaigns for the greatest impact.

To browse a complete list of supported partners, please refer to this support documentation. You can also view the primary data fields (e.g., campaign, country, creative, site) that each partner’s cost API supports.

If you’re not currently measuring your spend through Kochava Cost, connect with your client success manager or email support@kochava.com to request a walk-through tutorial.

New Partners and Updated Integrations

Here is a list of new partners that completed a first-time integration with Kochava during Q1 2024, followed by existing partners that made updates to their integrations.

• Abacus
• Acquaad pvt ltd.
• AdCloud
• Adeo Media
• Adkiko
• Adsever
• Affrise Media
• aivdigital
• Akinsta
• AppBlizz
• Appska
• Audiomob
• Azzure Media
• Backstreet Affiliates
• Big Media
• BlazeMobi
• BrainX
• brockads
• CASH CAMP AFF
• Clickmob
• Clipad
• Cocomob
• DC

• DigiAce Media Private Limited
• DigitalPaw
• Digitnetic IT Solutions Pvt Ltd
• Dreamad
• Dreammobi
• Enthusiast Gaming
• Epsilon
• Evadav
• Flyhead Media Private Limited
• GMThub
• hopemobi
• influx
• Jampp CTV
• Leadmob
• Leadsorbit
• LinkGoAds
• Magneta Digital
• Media Tasks
• mobitech
• Munimob
• MyBid
• Octaads
• OTMR SURVEY (OPC) PVT LTD

• PEAKADS PTE. LTD.
• PineMobi
• Quasarmobi
• quiver
• Rozmob
• Santa Digisolution
• seanear
• Sinfin Ads
• Sparkads
• SunMedia
• SuperAdMedia
• SWT
• TARBOCH
• Tarsan_Propellerads
• Toraaprime
• TrackonAds
• Xplore Digital
• Yoyomob

• Aanicca Ventures Inc
• Admind Technologies
• Adquant Apple Search Ads
• Adsbalance
• Advertmobile
• Applovin
• BIGO Ads
• Cauly
• CJ Affiliate Universal
• Clickdealer
• Curate Mobile
• DEPP
• Digimotive
• Digital Adz Hub
• Digital Turbine
• DST
• Epsilon
• Facebook Conversion API
• Facebook Conversions API

• GameAnalytics
• Google Ads Validation Ping
• Google Web
• Impact
• InMobi DSP
• Kakao
• Kakao_valupotion
• kwaiforbusiness
• LeadGenetics
• Lenovo
• Martin
• Melodong
• Mobidea
• Mobivity
• Mobnerve
• MOLOCO
• Naver performance display ad
• O2Global
• Quantcast

• Quantcast Search Ads Maven
• Reddit
• RelizNET
• Remerge
• Rocket Lab
• Roku OneView
• Sinfin Ads
• Skai Apple Search Ads
• Softonic
• The Trade Desk
• TikTok for Business SAN
• tvScientific
• Two Trey BINOM
• Tyroo
• U2opia
• UnityAds
• Xplore Digital
• Yelohi
• Zoomd DSP

Steps to take with your next iOS app update after May 1, 2024

Per a February 29 post from Apple, beginning May 1, 2024, developers submitting an app update that leverages commonly used third-party software development kits (SDKs) identified by Apple will be required to update versions of these SDKs to include a privacy manifest and signature.

While the Kochava SDK has not been added to the list of SDKs requiring privacy manifests starting May 1, we recommend that our clients be aware of and start planning for what we believe will become a requirement for all mobile measurement partner (MMP) SDKs in the near future.

Please consult this helpful checklist:

#1 Understand the Impacts of Privacy Manifests

The upcoming change to Apple’s requirements is important for developers utilizing any SDKs, including Kochava iOS SDKs. The introduction of privacy manifests marks a significant shift in how developers manage third-party SDKs within their iOS apps. The core takeaway is the accountability placed on developers for all code within their apps, emphasizing the importance of understanding and managing data collection practices. Privacy manifests empower developers to retain SDK functionality while adhering to privacy standards—requiring user consent for data tracking via the App Tracking Transparency (ATT) framework.

Please find a prior blog post here that provides additional details around the launch of Apple’s privacy manifests.

#2 Pay Special Attention to Tracking Domains

A critical aspect of implementing privacy manifests involves declaring tracking domains. This process entails identifying and declaring any domains that track users through data collected by the app. When a domain is declared, any traffic from the app to the domain is blocked if the user has not been prompted and opted in through the ATT framework. As such, incorrect implementation could unintentionally restrict essential functionalities. For this reason, it’s crucial to work closely with Kochava, and any of your other SDK providers, to ensure correct implementation.

#3 Using a Kochava SDK? Here’s What You Need to Know

Our team has released iOS SDK version 8, which adds a specific tracking module to fully support privacy manifests and the required SDK signature. Tracking domains are automatically built into v8’s privacy manifest file, meaning that developers do not have to declare these domains manually.

Please consult this support documentation, which covers the process for migrating to iOS SDK version 8.

What happens if you choose the wrong path?
If you choose the incorrect path, Apple will simply reject your app submission, and you will know you need a privacy manifest. Your app will not suddenly be removed from the App Store. Contact your client success manager or Support@Kochava.com for guidance along the way.

Android-specific measurement solution benefits advertisers

App install reporting on Meta Android Campaigns is improving within Kochava. Our integrations team has been working closely with Meta on the implementation of a new solution called Meta install referrer, and we are excited to announce that support is live as of January 5, 2024. We are now able to share install-level reporting on additional measurement use cases for clients who choose to leverage this solution.

What Is Meta Install Referrer?

Meta install referrer is an Android-specific measurement solution designed to help attribute ad views and clicks to the correlating app download. This means that it supports same-session click-through attribution as well as use cases unsupported by Google Play Install Referrer: most view-through attribution and cross session click-through attribution.

What Is the User Flow?

When a user views or clicks on an advertiser’s app install ad on Meta’s app (i.e., Facebook or Instagram), Meta’s app encrypts and logs the relevant ad campaign metadata in the Meta app’s local storage layer on-device.

Once the resulting install completes and the user first opens the app, the Kochava Android software development kit (SDK) reads Meta install referrer data from the local storage layer on-device and uses it for install attribution.

How Does Meta Install Referrer Help?

Advertisers will now see a more complete performance picture for their Meta Android Campaigns. It’s anticipated that the volume of unattributed installs in your reports will reduce and instead report as view-through or cross session click-through installs.

How to Use Meta Install Referrer with Kochava

Minimum Android SDK Version
To use Meta install referrer for your Android app(s), you need to be using Kochava Android SDK version 5.1.0 or higher. Please see the Meta/Facebook entry under the Additional Steps section of this support document.

Inputting Your Install Referrer Decryption Key
To enable decryption of Meta Install Referrer payloads, be sure to follow the steps outlined in this support document to input your Install Referrer Decryption Key. For Meta install referrer, there are two steps:

1. Your application development team needs to acknowledge the on-device connection between our and Meta’s client-side tech. Simply follow these steps on your next application submission to Google Play (or respective Android APK location).

2. Kochava leverages the same process used for Google Play Install Referrer, which involves a decryption key. If you already entered this key to support Google Play Install Referrer per this support document, you do not need to repeat these steps.

Please note that the Kochava attribution waterfall uses only one of the three attribution methods across Meta install referrer, Google Play Install Referrer, and self-attributing network claims—ensuring that both aggregate and user-level output do not contain duplication.

These new install-level reports are available both through Kochava install detail reports and Kochava Query within the installs_primary table.

FAQs Answered by Meta

Is there support for iOS?
No, iOS does not have an equivalent to the Meta install referrer mechanism.

When is Meta install referrer applicable for attribution?

• Install attribution
  • Click-through attribution for all campaigns
  • View-through attribution for all Advantage+ App Campaigns and Manual App Promotion Campaigns with broad targeting (e.g., where age, gender are set to “default).
• Google Play Store and 3rd party app stores
• Does not include campaigns redirecting to landing pages

How does Meta define broad targeting?
Broad targeting is required to receive view-through install data. You can find the supported campaign configuration below:

• Age: Default setting (18-65+) is applied
• Gender: Default setting (All genders) is applied.
• Location: Country groups, countries are all supported.
  • Note: For more targeted locations (such as cities or zip codes), if the campaign uses inclusion targeting with any of these, it would need to be set as relaxed.
• Detailed Targeting: Interest segments, behaviors, advanced demographics are set as relaxed.
• Custom Audiences: Set as relaxed.
  • By relaxed, we mean that the following box should be ticked in ad campaigns:

For additional questions, please connect with your Meta account representative. If you need help checking your configuration in Kochava, please contact your client success manager or email support@kochava.com.

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